UFC gets no loyalty, zero fighters exit class action lawsuit

The UFC has found plenty of defenders over the years within the ranks of fighters who once fought for the promotion. Some, like Forrest Griffin get actual day-to-day jobs working for the promotion in one of their many business interests. Others, like Daniel Cormier and Michael Bisping, are part of a long string of athletes brought in to provide color commentary in the broadcast booth.

Even when it comes to things like fighter pay, there are no shortage of fighters happy to say that the UFC gave them all the money they earned and more.

“To be honest, it makes me mad, because people don’t understand,” Michael Bisping told MMA Fighting way back in 2012. “I’ve worked hard, and I get [the amount stipulated in the contract], but when Dana comes into the locker room and gives me a check afterwards, they don’t have to do that. Far from it. I was already very happy with the money I was getting, but then they’ll hand you another check on top of that and say, ‘Well done…good job,’ and there’ll be another huge check inside the envelope.”

No fighters ask to exit UFC class action lawsuit

Given the amount of support the UFC has as a leader in the industry, then, it may be somewhat surprising to learn that they’re not getting a lot of backup when it comes to the still looming UFC class action lawsuit.

First filed in 2014, but only just recently granted class certification, the lawsuit covers somewhere around 1,200 athletes that competed inside the Octagon between December 2010 and June 2017. In it, the UFC has been accused of a variety of anti-competitive practices aimed to keep fighter salaries low and rival promotions from gaining a foothold in the industry. If successful, the lawsuit could provide not just damages to those fighters who meet the class requirements, but could even potentially shake up the UFC’s current fighter contract structure.

Despite the vocal support the UFC may get in interviews and social media, it seems nobody is willing to take the opportunity to really show their solidarity and pass up the opportunity for an extra check. Combat Sports Law reports that lawyers working on behalf of the fighters produced the following filing this week, formally announcing that no eligible athletes chose to opt out of the lawsuit.

Plaintiffs submit this notice to confirm: (1) the Court’s approved plan for distributing notice to members of the certified Bout Class (the “Notice Plan”) has been effectuated as required by this Court’s November 17, 2023, Order Granting Plaintiffs’ Unopposed Motion to Approve Class Notice Plan, ECF No. 921 (“Class Notice Order” or “Order”); and (2) no members of the Bout Class have requested exclusion from the certified Bout Class. The attached Declaration of Plaintiffs’ Notice Administrator, Steven Weisbrot, President and CEO of Angeion Group, LLC (“Angeion”),1 and accompanying exhibits detail the implementation of the Notice Plan and the absence of valid exclusions or objections from Bout Class members.

Put more simply, on November 17th, Angeion Group was tasked with notifying those athletes that meet the criteria of the UFC antitrust lawsuit, and with giving them the option to opt out should a decision be made in the plaintiff’s favor. According to Combat Sports Law’s reporting, the notifications included a letter sent to the athletes, an email notice, a media campaign, posted notices at 48 gyms, and a website and hotline dedicated to the lawsuit.

Despite no apparent interest from fighters in removing themselves from the proceedings, the UFC has apparently asked that the opt-out window be extended in response to the plaintiff filing above.

Chael Sonnen rips monopsony complaints, doesn’t opt out

Perhaps few fighters have been so willing to attack some of the arguments at play in the UFC class action lawsuit as former title contender Chael Sonnen. A talent with the UFC from 2009 to 2013, the 46-year-old is right square in the middle of the Bout Class classification. Recently, however, he’s made a point of public criticism of the idea that fighters are entitled to a bigger share of UFC revenue.

“Can you name 1 company on Earth that gives 50/50 revenue split?” Sonnen replied to a post from Combat Sports Law’s Erik Magraken, who noted that the antitrust lawsuit probably wouldn’t exist at all if the promotion weren’t withholding such a large share of their profit from their fighters.

“Price is set by the market,” Sonnen said, continuing the argument in a November 17th video posted to his YouTube—in which he responded to Magraken and the UFC antitrust case at length. “Nothing else sets price. Nothing. Not revenues, not debts, not assets, not longevity, not even talents. Those would all seemingly be good things to go in, when you’re negotiating, and trying to get market value, but they don’t directly set the value, the market does.”

“[Magraken] is coming in and saying the UFC is not paying enough, therefore it’s a monopoly and it’s unfair and there’s nothing fighters can do—when he’s confronted with the idea that they are paying market value. Chatri would not tell you any different, Scott Coker would not tell you any different, Donn Davis at the PFL, they won’t tell you any different. The UFC is paying market value. And they come to us and we can give the same thing, and we can trade them around. As long as the contract is up and we can all do our best to find the matchups that we think are the most compelling, that we can work with. That’s the business, very straight forward.”

Maybe if the UFC is granted the opt-out continuation that they seek, fighters like Sonnen will be lining up to jump ship and make it clear that they believe the UFC doesn’t owe them a dime. If that doesn’t happen, however, then it feels like the chance was given for fighters to stand up and say they don’t support this class action lawsuit, and everyone decided to stick with it and see where it goes.

Tyron Woodley laments UFC pay, Donald Cerrone money

Fighter pay is one of the most notable and unrelenting debates in the MMA industry. A business all but conquered by the UFC sees the promotion absorb far and away most of the revenue generated by their most notable talents. Past estimates have pegged the promotion as regularly taking more than 80% of revenue. With contracted athletes receiving less than 20%.

Despite those kinds of numbers, many current and former stars have defended the industry’s pay standards, claiming that they got a fair shake from UFC brass during their time there. Don’t expect former UFC champion Tyron Woodley to be among those voices, however.

Ex-UFC champ Tyron Woodley says he was making Donald Cerrone money

In a recent conversation with former flyweight champion Demetrious Johnson, longtime Roufusport talent and former welterweight king Tyron Woodley revealed that even during his time fighting for the UFC he had serious disagreements with Dana White & co. over the promotion’s pay scale. Most notably it sounds like he was pissed off to realize that he wasn’t making any more to be champion than perennial action favorite Donald Cerrone was to be a contender.

“I was going to leave the UFC after (fighting) Darren Till,” Woodley revealed (transcript via MMA Junkie). “I told them, ‘F—king cut me, dog. Ya’ll don’t want me here. Why ya’ll keep holding on to me, dog?’ We (kept) fighting and sh*t every fight because you know how I was. I was a gorilla. … I knew the numbers so well. I knew what everybody was making. I’m not finna go out there and be making the same as ‘Cowboy’ Cerrone.

“That motherf—ker ain’t never touched gold in his life. That’s just a principle thing. Sometimes when you’re an African-American in this game, they think you should just be appreciative. I’m not just appreciative. I’m thankful that you gave me an opportunity, but you didn’t give me the gifts. God gave me the gifts. I’m thankful to him.”

Woodley went to bat for Demetrious Johnson

Alongside his feelings about his own contract during his UFC run, Tyron Woodley also apparently got wind of Demetrious Johnson’s struggles to get a good deal from the world’s largest MMA promotion. Notably, that Johnson defended his belt multiple times without a typical $500k champion’s purse, and never got his share of PPV points. Once again, Donald Cerrone (reportedly making $350k a fight) was a source of comparison and consternation.

“You got DJ who got (11) titles, but you going to pay ‘Cowboy’ Cerrone the same as him?” Woodley asked, after revealing he’d argued with the UFC brass over Johnson’s contract. “Cowboy was making [$350,000]. He never touched gold ever. So, your reason behind him making $350,000 per fight is that he never complains, he takes any fight that you offer him, he’ll even fight injured, he’ll even fight last-minute notice. That don’t work for me.”

Tyron Woodley claimed Jake Paul fight was biggest purse of his career

We don’t have all the exact numbers from his MMA career, but Woodley reportedly banked $2 million for his fight against Jake Paul plus PPV points on top of that for the event’s 500,000 buys. It’s a number that, heading into the bout, Woodley claimed was the biggest of his career.

“Easiest fight of my career & biggest purse of my career all in one night. Basically, they brought me in to take out the trash,” Woodley crowed before losing a split decision in their first meeting.

Bloody Elbow’s own research has estimated that Woodley made somewhere in the neighborhood of $3,000,000 for his draw against Stephen Thompson at UFC 205, a PPV he shared with Conor McGregor vs. Eddie Alvarez. It’s not hard to see how, with a $2,000,000 base purse for his bout against Paul, the ‘Chosen One’ might have exceeded that figure for his debut inside the ring. Woodley was reported to have earned a $1,000,000 purse for the December rematch against Paul, which only sold 200,000 buys on PPV.

Update on ONE Championship’s potential funding bind

Back in November we highlighted a report from Deal Street Asia on ONE Championship’s potential funding woes, most notably that sources close to the promotion were speculating that the promotion could run out of operating cash by Q3 of 2024.

As such, it seems ONE has been trying to secure another round of investment from the Qatari government. Unfortunately, it also sounds like the climate for getting that deal may be none too pleasant for a company that appears to have yet to find a way to turn a profit since its inception in 2011.

The promotion has gone through rounds of layoffs in the past to stay afloat and has finally made moves for long promised international expansion, with an event in Broomfield, CO this past May and plans for an event in Qatar in early 2024. But even with past cost cutting measures and big goals for the future, it looks like there are other factors at play that may make everything more difficult for ONE.

ONE Championship lacking deliverables

A new report from Deal Street Asia (DSA) has outlined the struggles that ONE Championship is likely facing if it hopes to secure more funding from the Middle East. First and foremost, a former ONE executive (who refused to be identified), told the outlet that the first round of Qatari investment in 2021 was supposed to bring a whole series of Apex-like shows to the country.

“The idea [then] was that ONE’s Qatar shows would be akin to UFC’s Apex in Las Vegas,” the reported former ONE exec told DSA. “These would be shows with smaller seating capacity, but would look better on television because they were easier to fill.”

Instead, it seems what the Qatari government received was some destination spotlighting from ONE CEO Chatri Sityodtong’s two seasons of The Apprentice: ONE Championship Edition, released for streaming in Asia on Netflix. Viewership numbers for the first season have the show ranked 9,763 out of approximately 18,000 titles on the platform. Reports have since suggested that some core sponsors brought in by the Qatari government to underwrite the show (Qatar Airways and Ooredoo Qatar) pulled back their funding of ONE projects.

In DSA’s latest news, ONE has denied that there were any “specific deliverables” wrapped up in Qatar’s investment in the fight promotion. Meanwhile Sityodtong has officially announced that the first ONE show in the country will take place on March 1st at the Lusail Sports Arena. Maybe that will be enough to strengthen the bond and secure a new deal between them.

Is Qatar fading out of sportswashing picture?

A bigger problem for ONE Championship than the potential embarrassment rumored to be felt by the Qatari government for what could be considered a questionable investment, are the optics that Qatar does not appear to be leading the drive for sporting events in the Middle East at the moment.

Abu Dhabi has a long standing business partnership with the UFC, Bahrain is wrapped up with BRAVE CF, and Saudi Arabia has become the region’s biggest hot spot for sports investment, bankrolling not just the WWE and PFL, but a whole slew of upcoming international events, including the 2034 World Cup.

DSA spoke to at least one sports exec in Qatar who noted that many of his colleagues in the region have relocated to Riyadh for the money that the Saudi government is currently throwing at major showcase sporting events.

(230110) -- BEIJING, Jan. 10, 2023 -- Winner Team Argentina celebrate during the awarding ceremony of the 2022 FIFA World Cup, WM, Weltmeisterschaft, Fussball at Lusail Stadium in Lusail, Qatar, Dec. 18, 2022. ) (SP)XINHUA-PICTURES OF THE YEAR 2022 LixMing PUBLICATIONxNOTxINxCHN
Where’s the next major event on the Qatar sports horizon? | Xinhua, IMAGO

For all that hand-wringing, Qatar is still hosting the 2027 FIBA Basketball World Cup and the 2030 Asian Games, and just wrapped up hosting the FIFA World Cup in 2022 and the AFC Asian Cup in 2023. So it can’t be said that there’s no interest in the region in continuing to be seen as a force in the sporting world. But, if Qatar isn’t interested in funding ONE going forward it seems like other spenders in the region have already locked down their combat sports partners.

If that ends up meaning that ONE has most of their eggs in a single basket, then it’s not hard to see how 2024 could end up being a very difficult year.

$100 million – UFC lands their biggest ever sponsorship deal

It looks like the days of Modelo in the UFC have come to an end. Once the space of Mickey’s Malt Liquor, the UFC started their first partnership with Anheuser-Busch back in 2008, signaling an end to their time with Milwaukee’s favorite “fine malt liquor with a full body.”

After nearly more than a decade, however, the UFC and Bud Light parted ways, making room for Modelo to take the spot as official beer of the UFC. If fans felt that the beer “brewed for those with a fighting spirit,” was the kind of partnership that would run on forever, it only took what’s being hailed as “the biggest sponsorship deal in UFC history” to bring the Modelo era to a close.

UFC signs new $100M deal with Anheuser-Busch

Bud Light is back on the menu, boys. That’s following an announcement from the world’s largest MMA promotion, through their broadcast partner, ESPN. Sources close to the company told Yahoo Sports that the deal carries a value “in excess of $100 million,” making it the largest sponsorship deal in the promotion’s history

“Anheuser-Busch and Bud Light were UFC’s original beer sponsors more than fifteen years ago,” UFC CEO Dana White said in a statement. “I’m proud to announce we are back in business together. There are many reasons why I chose to go with Anheuser-Busch and Bud Light, most importantly because I feel we are very aligned when it comes to our core values and what the UFC brand stands for. I’m looking forward to all of the incredible things we will do in the years ahead.”

The multi-year partnership will reportedly include prominent branding for Bud Light not only on UFC events, but also on the Contender Series.

RIO DE JANEIRO, Brazil - 03 20 2015: WEIGHING UFC RIO MAIA X LAFLARE - Press conference with UFC President Dana White, the featherweight champion Jose Aldo UFC and the challenger Conor McGregor during Weighing Maia UFC Rio X Laflare held in Maracanazinho. PUBLICATIONxNOTxINxBRA MarceloxCortes
Marcelo Cortes, Fotoarena, IMAGO

AB InBev trying to reclaim demographic

The decision to strike up a partnership with the UFC comes on the heels of a tumultuous couple years for Anheuser-Busch (AB InBev), most notably after experiencing a massive wave of reactionary backlash for their partnership with trans influencer Dylan Mulvaney. Mulvaney’s brief campaign in partnership with AB InBev public calls for a boycott of the company within conservative media circles. Bud Light sales reportedly fell by 26% following the outcry.

In response to the backlash, the beverage giant quickly distanced itself from Mulvaney, dropping their partnership and public support for the influencer. A move that inspired a whole new boycott movement from the LGBTQ+ community.

“For months now, I’ve been scared to leave my house,” Mulvaney told fans in a video posted to social media. “I have been ridiculed in public. I’ve been followed, and I have felt a loneliness that I wouldn’t wish on anyone.”

In a recent article for the Sports Business Journal, sports media & marketing consultant Tony Ponturo outlined why he felt that AB InBev had returned to the UFC with such a lucrative new partnership deal.

“They are trying to get traction with their core consumer and stabilize (share),” Ponturo explained. “They are losing shelf space, and this is an attempt to reclaim some of that. Back then, and now, this is a square shot at grabbing those 21-34 male drinkers.”

Dana White trying to keep UFC ‘anti-woke’

Despite a clear willingness to go wherever the wind blows them with celebrations of Black History, the LGBTQ+ community, and Mexican heritage, Dana White has crafted a vision of himself as a man whose ideology can’t be bought.

“We don’t do anything woke over here,” the UFC CEO told Fox News in an April 2023 interview.

Most recently the UFC boss tried to bring flags back to the Octagon as well, telling a group of reporters “Flags are back. If any flags hurt your feelings, too f—g bad.”

It only took another two weeks and a trip to Abu Dhabi for flags to be banned once again. Still, that kind of hardline rhetoric seems like exactly what Anheuser-Busch wants their Bud Light brand to cozy up to right now. Especially since, as it happens, AB InBev is responsible for distributing Modelo everywhere around the world except the US. It could be said that this new deal for the UFC amounts to little more than a label swap.

MMA: UFC 179-Aldo vs Mendez Oct 25, 2014; Rio de Janeiro, Brazil; General view of the ring prior to UFC 179 at Ginasio do Maracanazinho. Rio de Janeiro Ginasio do Maracanazinho Brazil, EDITORIAL USE ONLY PUBLICATIONxINxGERxSUIxAUTxONLY 8162662
Jason Silva / USA TODAY Network, IMAGO

It’s time! – UFC & WWE merger about to begin

With the UFC lawsuit getting class certification, PFL in talks to buy Bellator, and Francis Ngannou getting a mega-fight with Tyson Fury fans could be forgiven for forgetting about one of the biggest stories in combat sports over the last year. Just this past spring, Hollywood entertainment giants Endeavor purchased a majority stake in the world’s largest pro-wrestling sports-entertainment business, the WWE.

With the WWE valued at more than $9 billion, the move has given Endeavor serious market dominance in two of the world’s largest sports-event companies—with future plans to merge the UFC & WWE into one publicly traded organization. Well, the future is now.

WWE & UFC merger to start September 12th

Deadline reports that, following their purchase of the WWE back in April, Endeavor plans to move ahead with their stated goal of rolling their two sports-entertainment brands into one, starting this coming Tuesday, September 12th. Despite the merger and new TKO branding, expectations are that we’ll continue to see the WWE and UFC continue as separately run organizations, with Dana White retaining his role as UFC president and Ari Emanuel acting as CEO of TKO.

The merger also, initially, included plans to see Vince McMahon retain his position as chairman of the WWE, but his status is currently a little more murky. Back in July, McMahon was subject to a search warrant by federal agents, as part of an ongoing probe into allegations of funds misappropriation. McMahon has been accused of paying as much as $20 million to settle claims of sexual misconduct stretching back multiple years from multiple women.

“In 2022, WWE formed a special committee to review allegations of misconduct against me,” McMahon said in a statement in early August. “That review was concluded in November 2022 following an extensive investigation. Throughout this experience, I have always denied any intentional wrongdoing and continue to do so. I am confident that the government’s investigation will be resolved without any findings of wrongdoing. I am focused on completing the recovery process from my recent spinal surgery and on closing our transaction with Endeavor, which will create one of the preeminent global sports and entertainment brands.”

McMahon has been on indefinite medical leave following back surgery that took place in July. While the WWE has released statements to the effect that he will remain in his position as chairman of the promotion upon his return, the ongoing nature of the investigation has left his position in this merger unclear.

“This company has been on fire for the last seven years and now that we will be adding WWE to the portfolio, I am excited to take this to another level,” UFC president Dana White said of the merger back in April. “Vince is a savage in the wrestling space, Ari is a beast at what he does, and then add what we at UFC bring to the table and there is no limit to what this company can accomplish in the next few years.”

While it’s unclear what kind of crossover branding might result from the WWE & UFC running side by side under the TKO banner, for now it seems most likely that fans will continue to see both promotions running their business as usual.

UFC business a boon amid writer’s strike

With Endeavor’s WWE/UFC business deal coming to a close, it’s worth noting that the UFC has been a major boon to the company since it’s purchase, for $4 billion back in 2016. Most recently, Endeavor saw a net income of $666.5 million (Q2 2023). And while the Hollywood Reporter suggests that the company is likely to see some serious damage in Q3 due to the ongoing SAG-AFTRA writers striker, their ‘unscripted content’ business has been a major strength.

Speaking to the Reporter, Ari Emanuel pinned much of the companies recent revenue gains on “the delivery of projects in Endeavor’s nonscripted content production business,” with a note that their ‘owned sports division’ saw a 2.5 percent revenue increase from 2022.